UK public more interested in Sochi 2014 than Vancouver 2010 Winter Olympics

Two-fifths of Britons are interested in the Winter Olympics in Russia, a bigger proportion than the last Games in Canada, according to new research.

Figures generated by Repucom show that 38 per cent of the UK public are following the event, compared with 32 per cent at the same stage ahead of the 2010 Vancouver Games.

Mike Wragg, head of market research at Repucom, said: "The political landscape in Russia is certainly a talking point among many."

With the Games set to start in two days, the PR agencies handling the brief, Weber Shandwick and Jon Tibbs Associates, will be hoping for the focus to move on to the sportsmanship.

In our Winter Olympics news analysis piece last week, Andy Sutherden, head of sports and global practice at Hill+Knowlton Strategies, said: "It would appear the role of comms so far has been to contain issues and neutralise negative publicity. Moving the agenda on to a more positive footing will depend on how well the Games start and continue."